The Strategy of Sports Tourism Management in Putian City

Zhang Zhi; Vichit  Imarom; Kanit  Kheovichai

doi:10.60027/iarj.2026.e295174

Authors

Zhang Zhi Faculty of Education, Silpakorn University, Thailand https://orcid.org/0009-0008-1822-6311
Vichit Imarom Faculty of Education, Silpakorn University, Thailand https://orcid.org/0009-0001-0625-8067
Kanit Kheovichai Faculty of Education, Silpakorn University, Thailand https://orcid.org/0009-0007-2817-8731

DOI:

https://doi.org/10.60027/iarj.2026.e295174

Keywords:

Strategy, Sports Tourism, Sports Tourism Management, Putian City

Abstract

Background and Aims: Currently, the global sports tourism market is showing a strong growth trend, and the Chinese government has introduced supportive policies to promote the integration of sports and tourism. As a coastal city in Fujian Province, Putian City has rich natural and cultural resources, such as Mazu culture and Southern Shaolin martial arts. However, the development of sports tourism in Putian City is still relatively limited and lacks systematic management strategies. Therefore, this article will study the strategies for sports tourism management in Putian City in order to improve the management level of sports tourism and enhance its attractiveness. The purpose of this study is to: (1) study and analyze the current situation of sports tourism management in Putian City; (2) develop the strategy of sports tourism management in Putian City; (3) validate the feasibility of the strategy of sports tourism management in Putian.

Methodology: This study adopts research and development (R&D) methods. The main research tools are survey questionnaires and interviews. The sample of the survey questionnaire includes all domestic tourists in Putian City, and the interviewees are sports tourism experts, service providers, and relevant government officials. The author conducted a questionnaire survey of 400 tourists from five major scenic spots using a stratified sampling method, and then conducted in-depth interviews with 15 key informants, including scenic spot managers, business representatives, and government officials, using a stratified sampling method. Descriptive statistical analysis, including mean and standard deviation, SWOT analysis, and TOWS matrix to analyze the data. Finally, the study compiled strategies for sports tourism management in Putian City.

Results: Through SWOT analysis, TOWS matrix analysis, and integration through connoisseurship, the study ultimately developed 5 SO strategies, 4 ST strategies, 4 WO strategies, and 4 WT strategies. The strategy emphasizes the utilization of local advantageous resources, such as Mazu culture, Southern Shaolin martial arts, marine resources, and ecological assets, while addressing weaknesses in infrastructure, service quality, and talent shortages. Putian City needs to combine opportunities in regional cooperation and high-end tourism products to mitigate threats such as seasonal fluctuations, natural disasters, and intercity competition. The strategy aims to enhance the sports tourism brand and the sustainable development of Putian.

Conclusion: Overall, this study proposes a diversified development path for sports tourism management based on the natural resources, cultural heritage, and policy support of Putian City. This strategy emphasizes ecological sports corridors, high-end marine tourism complexes, the creation of intellectual property rights for intangible cultural heritage, intelligent management systems, and regional cooperation. These strategies utilize existing resources, combined with digital marketing, talent development, and sustainable practices, to create a unique sports tourism brand for Putian City. The strategy proposed in this article can provide suggestions for sports tourism managers in Putian City and also provide a reference for the development of sports tourism in similar cities, with theoretical and practical value.

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